Quora can really be a great source of info--and we have to give credit where credit is due to this answer to the question, "What Are the Key Points for Beginners to Launch a Successful Advertising Campaign?" I'll reiterate the points here, because I really do agree with them:
In most cases we see the natural CPC’s for mobile traffic starting off higher than desktop. And also for most of our clients the majority of their traffic is coming via mobile.While we’re always pumped about more traffic, it’s more high-converting traffic that we really want. So looking at conversion rates and cost-per-lead metrics as main KPI’s in our accounts has lead us to using negative mobile bid modifiers for certain clients in certain campaigns.
We've seen lots of reports over the years. Most of them are designed to be easy to create and repeatable. The goal for the agency is always to make things quicker and more process driven. These goals are great at improving consistency and driving profits for the agency. Put simply--they're easier. But that doesn't necessarily make them better.
"Higher Adwords CTR and Higher Quality Score = Lower CPC & Better Positions"
That was actually the last sentence I wrote for a possible new client we've been courting, while trying to sum up the idea of why someone would even hire us in the first place. Actually it went like this...
Why better? Very simple. Better targeting = higher CTR. Better landing pages = higher Quality Score. Higher CTR and higher Quality score = lower CPC & better positions. All of that = way more clicks for less money!
I'm sure we would have more clients if we just said yes to everyone--but that's just not me! Instead part of any new client relationship for me means really spending some time to understand if Adwords even could be a viable traffic source--given some basic assumptions--including that you can't win every baseball game by always hitting home runs. Or said another way, if everything has to go perfectly--well...it likely won't.